Coolabi backs Beast Quest console game launch

Maximum Games’ title is supported by multi-platform marketing campaign.

Coolabi is significantly investing in a multi-platform marketing campaign to coincide with the release of the new Beast Quest video game.

The action-adventure console title – which has been developed by Torus Games and published by Maximum Games – launches today in the US and will arrive on Friday March 16 across the UK and Europe at major retailers and digitally on the PlayStation4 system, Xbox One and PC.

The release marks the first console game to come out of the Beast Quest franchise and is the tent-pole product release for the brand in 2018.

To support the release, Coolabi has invested in three weeks of TV advertising in the UK which will run from March 16 on TV channels such as Disney Channel, Nickelodeon, CITV and Cartoon Network.

Maximum Games is funding a significant video advertising campaign with SuperAwesome, one of the largest kid’s digital marketplaces in the world which reaches over 300 million kids per month across mobile, web and online video.

The month-long campaign will target multiple territories including the US, UK, Germany and France, with a focus on the 7-12 age group.

A dedicated press campaign is underway by Coolabi, with Beast Quest competitions and features placed across key parenting and kids titles. Families Online, First News, 110% Gaming and Mega among others are set to host prize bundle giveaways alongside features and puzzle pages.

The campaign continues across the brand’s digital channels, too, with added support from family vlogger Andy Robertson, who produces the YouTube channel FamilyGamerTV.

Coolabi has also collaborated with Micromania, the number one gaming retailer in France, to produce a mail-out to its 200,000 users along with an additional online Beast Quest drawing competition on Micromania’s Facebook page, which has over 650,000 followers.

Meanwhile, Maximum Games has delivered an integrated digital campaign, with investment in social media advertising with added spend on trade and supporting retailers, supported by a PR campaign with a focus on generating press reviews.

It also shared a range of video content with its key influencers over recent weeks including a teaser trailer and the full Beast Quest trailer. In addition, a developer diary video was developed by Torus Games and was announced ahead of release to introduce gamers to some behind the scenes thinking on the development of the Beast Quest game.

Marketing support by Beast Quest book publisher, Orchard Books, includes promoting the game through a series of banners on the Beast Quest website and newsletters. Ads for the game are printed within the latest Beast Quest book series, due to be released in April, and competitions will be hosted on Hachette Kids and Orchard Books’ Twitter pages.

Naomi Dare, head of digital at Coolabi, commented: “We are delighted to be kick starting this fully integrated marketing campaign with the amazing team at Maximum Games, after working closely with them on the development of the game over the last year.

“The new console game is another great step in the evolution of Beast Quest, and provides us with the opportunity to create even more noise about the brand as a whole to a wider audience.”

The Beast Quest franchise has so far released over 120 books to date and sold more than 18 million copies globally.

Last year, the book series celebrated its tenth anniversary, while Working Partners announced a new deal in 2016 with Orchard Books to continue publishing through to 2026.

A successful gaming app – co-produced by Coolabi and Miniclip – was launched in 2015 and has more than ten million downloads to date.

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